Bevan Bloemendaal has the outdoors in his DNA. Which helps, since he’s senior director of global creative services at sporty shoemaker Timberland.
“I grew up on a farm in Iowa, so I’m an active guy,” he says. And at Timberland, where one of the grand missions is not only to equip people for active lifestyles but also to make the outdoor environment better, it pays to have that mindset. But don’t be fooled. He may have a penchant for the great outdoors, but he certainly won’t sacrifice his sense of style. “There’s a value to having dry, comfortable, warm feet when you’re outdoors,” he says, “but, most importantly, good-looking feet.”
Bloemendaal joined Timberland in 1999. His global creative services team handles everything from visual merchandising to marketing art and copy to corporate events. And he’s no stranger to exotic travels: Bloemendaal’s in charge of the brand’s visual integrity in more than 90 countries.
Yet he’s never traveled to Atlanta (at least outside of the airport), site of this year’s International Retail Design Conference, where he’ll be defending his title at Iron Merchant II, the hands-on visual merchandising competition where anything goes.
So just what is it going to take for him to reclaim the prize? “New clothes and the same winning team!” he says.
Sounds like a shoe-in.
You’re the reigning champion of Iron Merchant from last year’s IRDC in San Francisco. What was your team’s strategy for success?
Always think “Why not?” versus “Why?” And move fast.
What do you look forward to most about coming to IRDC?
To be inspired. It’s always great catching up with friends and colleagues but, more important, it’s the spirit of sharing best practices and challenges.
Why visual for you?
When I was growing up I always felt it was all about me (some say “opinionated” – I would say “strong-willed”), but no one was listening so I needed to create the drama and visual theater around what I was trying to get people to believe and see.
What are some of the challenges in creating visual presentations for shoes?
With a brand like Timberland, there really are very few challenges in creating meaningful and impactful presentations. The messages are all there: our passion for making the outdoor environment better and equipping us all for our own personal daily journeys.
What pair of shoes do you own that you could wear every day?
I really should be saying my Timberland yellow boots, but I’d have to say my Outdoor Performance Greenscapes.
How does Timberland’s corporate culture affect your own daily life?
Timberland has a “Make it Better” promise that says we are passionately committed to reducing global warming and making the outdoor environment better for all of us to enjoy today and tomorrow. I’m a recycling maniac and utilize almost all organic/eco-friendly products both inside and outside the house. It’s just the right thing to do.
What did you want to be at age 5?
A piano player.
What room in your home best defines you?
My living room. I feel a sense of calm with the minimal furnishings, special pieces and the baby grand piano.
If you could go anywhere in the world and money were no object, where would it be?
If money truly were no object, it would be the house that I build with the money from the “if money were no object” part of the question. It would be somewhere in Europe, after an exhausting day of shopping with that money from the “if money were no object” part.
What’s the one-time Bevan Bloemendaal fashion statement that you now regret and hope nobody has pictures of?
Yikes. It would have to be the time that I presented to the entire Timberland company the new apparel concept shop in my brown leather pants and Timberland orange sweater. Damn, I thought I looked great and sure made an impression. Today I cringe!